Formulating a marketing strategy for Metro Mercu Sdn Bhd a furniture manufacturing company in Sarawak / Kamil Misuari

This study is about formulating a marketing strategy for a furniture manufacturing firm which intends to excel as the market leader in the furniture industry in Sarawak A literature review was undertaken to review the marketing strategy in existence. A marketing effectiveness rating was carried out to indicate the effectiveness of the present marketing function in the firm. A TOWS matrix analysis was done to outline ten different strategies that can be adopted. Questionnaire-type survey was also conducted which gave a better understanding of customers, competitors and the marketing environment. Based on the literature review and research findings, a marketing strategy was formulated such as the target market, positioning, products, price, distribution outlets, salesforce, service, advertising, sales promotion, R&D and marketing research. Findings of this study also recommended that a formal approach to planning a marketing strategy be carried for any firm, which is seriously considering gaining market share in the marketplace.